making sense of social media: strategy matters

Making Sense Of Social Media

Strategy Matters

Bryan Huber, Chief Interactive Officer

©2010 Paul Werth Associates | Builder’s Exchange

About Bryan

Bryan HuberChief Interactive Officer

Quick facts:

‣ Involved in the internet before Al Gore invented it

‣ Built first corporate website in 1996

‣ On LinkedIn since 2003

‣ Joined Paul Werth Associates in 2010

So, What IsSocial Media?

©2010 Paul Werth Associates | Builder’s Exchange

What is Social Media?

User GeneratedContent

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What is Social Media?

It’s been around for over 20 years!

It’s not a new phenomenon

©2010 Paul Werth Associates | Builder’s Exchange

What is Social Media?

SocialNetworking

Comments

Podcasts

MicroBlogs

Ratings

MessageBoards

BlogsPhoto

SharingVideo

Sharing

Wikis

Ways for users to generate content

©2010 Paul Werth Associates | Builder’s Exchange

What is Social Media?

More And More Content Is Being Created

On Mobile Devices

So, What IsSocial Networking?

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What is Social Networking?

Tools That Allow Users To Connect And

Build Relationships

©2010 Paul Werth Associates | Builder’s Exchange

What is Social Networking?

Flickr

Last.fm

LinkedIn

ShareThis

FourSquare

MySpace

Facebook Twitter YouTube

UStream

Tools for users to connect

There are many, many more…

©2010 Paul Werth Associates | Builder’s Exchange

Why Is It important?

Almost 600 MillionFacebook Users

©2010 Paul Werth Associates | Builder’s Exchange

Why Is It important?

Over 4 BillionPhotos on Flickr

©2010 Paul Werth Associates | Builder’s Exchange

Why Is It important?

13 Hours Of VideoUploaded Per Minute

On YouTube

©2010 Paul Werth Associates | Builder’s Exchange

Why Is It important?

Over 13 MillionArticles on Wikipedia

©2010 Paul Werth Associates | Builder’s Exchange

Why Is It important?

Over 300Check-ins Per Second

On Foursquare

Why Should You Care?

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Why should you care?

Allows you to build relationships with customers.

©2010 Paul Werth Associates | Builder’s Exchange

Why should you care?

Allows you to be part of a consistent conversation.

©2010 Paul Werth Associates | Builder’s Exchange

Why should you care?

A conversation which includes your industry,

your company, your competitors,

and your customers.

©2010 Paul Werth Associates | Builder’s Exchange

Why should you care?

Companies can:‣ Connect‣ Listen‣ Contribute‣ Respond‣ Measure

Why Is Social MediaImportant To Your Marketing Mix?

©2010 Paul Werth Associates | Builder’s Exchange

Part of Your Marketing Mix

Social Media...One Part of Your Marketing Effort

‣ Additional channels to expand your reach.

‣ Strategy reigns!

‣ Create and share compelling content.

‣ Stay disciplined, engaged and motivated.

Avoiding Social Media Crisis

©2010 Paul Werth Associates | Builder’s Exchange

The sacred trust between a company and its customers.

It takes 3-10 years to repair once damage is inflicted.

Reputation is....

Avoiding Social Media Crisis

©2010 Paul Werth Associates | Builder’s Exchange

The Great Unknown!

Social Media+ Reputation

Avoiding Social Media Crisis

©2010 Paul Werth Associates | Builder’s Exchange

What’s Changed?

Avoiding Social Media Crisis

‣ People find comfort in information, regardless of quality, a trait enhanced in 24/7 news cycle.

‣ Journalists, bloggers find sources while you’re writing the news release.

‣ Social media impacts the perception of your organization whether or not you are involved and aware.

‣ Now you have more opportunities to engage reporters and stakeholders – and to BE the media.

©2010 Paul Werth Associates | Builder’s Exchange

Be the Media!

Avoiding Social Media Crisis

‣ Paid

‣ Earned

‣Owned (web)

‣ Shared (social)

Building Your Community

©2010 Paul Werth Associates | Builder’s Exchange

Building Your Community

How to Manage Your Time?‣ Discipline‣ Create an editorial calendar.

‣ Use dashboards and management tools.

‣ Engagement‣ Build relationships and activate your voice.

‣ Enhance your reputation.

‣ Motivation‣ Don’t go it alone.

This is how to compete with the big guys!

©2010 Paul Werth Associates | Builder’s Exchange

Building Your Community

Build Compelling Content‣ Do your homework.

‣ What do your customers care about?

‣ Test ideas before you campaign.

‣ Don’t ignore the potential of social media for free polling.

‣ Keep it brief.

‣ And use images, video and audio to tell your story.

©2010 Paul Werth Associates | Builder’s Exchange

Questions?

©2010 Paul Werth Associates | Builder’s Exchange

Connect With Me

in/bryanhuber

in/paulwerthassociates

@bryanhuber

@paulwerth

paulwerth.com

Thank You